‘We Are Racing’ brings SailGP’s action-packed battles to world well-known Piccadilly Lights
SailGP, the world’s most fun racing on water, formally launched its Season 4 ‘We Are Racing’ world model marketing campaign with a week-long digital 3D OOH immersive full display screen takeover on the world-renowned Piccadilly Lights, the most important promoting show in Europe.
With Season 4 effectively underway, SailGP is laser-focused on bringing the most effective racing to followers, each new and pre-established, throughout the globe. ‘We Are Racing’ goals to drive model consciousness and develop the league’s world fan base. The launch in central London comes as the worldwide championship begins its European leg. Kicking off with the third occasion of the season in Saint-Tropez on September 9-10, earlier than Grands Prix in Taranto, Italy, September 23-24 and Andalucia-Caìdiz, October 14-15.
Utilizing progressive DeepScreen® expertise produced and developed by Ocean Out of doors and SailGP’s personal manufacturing workforce, the 30 second takeover operating August 28 to September 3 consists of action-packed footage showcasing SailGP’s hydrofoiling F50s and dramatic 3D graphics highlighting Sir Ben Ainslie’s Emirates Nice Britain SailGP Group, three-time SailGP championship winners Australia plus the USA SailGP Group. Imitating SailGP’s personal high-octane occasions and near shore racing, passersby will actually see the F50’s fly out of the display screen and are available hurtling in the direction of them at unbelievable speeds.
To unveil the brand new marketing campaign, Emirates Nice Britain SailGP Group strategist and most profitable feminine sailor in Olympic historical past, Hannah Mills OBE, and fellow Emirates GBR athlete and Olympic rowing gold medalist Matt Gotrel MBE – who surprised followers in Season 3 by falling overboard in Sydney Harbour – arrived in Piccadilly Circus in full race equipment to shock and delight gathering followers in London.
Mills stated: “It’s implausible to see SailGP on such a outstanding platform and it has been nice to return right here at this time to see it for the primary time. Whereas the brand new model marketing campaign goals to develop our viewers and fan base – which will probably be nice to have extra individuals all over the world cheering us on – I additionally hope that it evokes the subsequent technology. As athletes, our actions can have an actual influence and affect others. I’m captivated with utilizing that platform to get individuals concerned in each sport and sustainability, which is the core of SailGP.”
The Piccadilly Lights activation additionally celebrates SailGP’s new UK broadcaster with ITV turning into the most recent dwelling of SailGP and the Emirates Nice Britain SailGP workforce. Followers can stream all of the occasions reside on ITVX with highlights from every occasion accessible the next week. For the primary time, highlights from one in all SailGP’s showcase occasions in Saint-Tropez will probably be proven on ITV1.
As a part of the primary part of the season-long model marketing campaign, SailGP additionally unveiled new workforce identities for the nationwide groups competing within the league. Tying in with the league’s technique to put followers at its coronary heart, the brand new identities present a chance to drive deeper engagement with followers and construct higher nationwide affiliation to the groups – significantly with a youthful viewers – serving to to develop the groups’ fan base. Current Los Angeles Sail Grand Prix winner Diego Botin’s Spain SailGP Group has been relaunched as ‘Los Gallos’ after the workforce was nicknamed the younger roosters by Spanish followers and France SailGP Group turns into ‘Les Bleus’, as a result of historic nickname given to many French sporting groups of the previous and current.
The ‘We Are Racing’ marketing campaign, developed by SailGP and WePlay, tells the story of SailGP’s dedication to delivering heart-stopping, cutting-edge sport with function, to recruit a brand new technology of racing followers worldwide. This breakthrough world marketing campaign will run throughout 14 markets – related to SailGP’s groups and occasion areas – and leverage a variety of digital platforms, social channels and broadcast partnerships to succeed in an ever rising world viewers. The marketing campaign will carry followers nearer to the motion by means of function hero content material, behind the scenes footage, athlete advertising and immersive storytelling – across the groups, athletes, occasions and function – to provide followers an intimate view into the world of SailGP and emphasizing why SailGP is among the most fun new developments within the world sporting calendar.
Leah Davis, SailGP world advertising director, says: “Season 4 is a breakthrough season for our championship and the launch of the worldwide model marketing campaign is essential to rising and broadening our fan base and growing model consciousness. And, what higher solution to launch it than with an progressive, high-speed, high-impact 3D activation at Piccadilly Lights that basically brings to life every little thing that SailGP has to supply and offers followers and passersby a novel alternative to get a style of SailGP – in central London.”
